Huawei is a company renowned for its innovation. What does it mean to you to be a part of such a forward-thinking organization?

Above all, I feel honoured to join Huawei, a company known for its innovation, and to personally experience and witness its continuous pursuit of innovation. Huawei’s commitment to innovation is evident in its substantial investment in research and development. So, for example, Huawei's R&D expenditure reached CNY164.7 billion in 2023, representing 23.4% of its total revenue. Huawei ranked fifth in the 2023 EU Industrial R&D Investment Scoreboard. On the other hand, by the end of 2023, Huawei had held over 140,000 active granted patents. More than 90% are for invention. We have over 50,000 active granted patents in China, about 15,000 in Europe, and over 22,000 in the United States.

This focus allows us to explore and create solutions that redefine industries and improve everyday life for our users. It’s not just about launching new products but about providing technology that is reliable, accessible, and impactful for individuals and businesses alike. Working in such an environment inspires us to constantly push the boundaries of what’s possible. Moreover, Huawei’s global presence, supported by 21 R&D institutions, 36 joint innovation centres, and the Paris Aesthetics Research Institute, reflects a culture of creativity and inclusiveness, fuelled by diverse perspectives and ideas.

The slogan "Make It Possible" has become synonymous with Huawei. Do you think this fully captures the company’s mission?

Not only the “Make It Possible”, the song “Dream It Possible” which resonates with consumers worldwide, has also become deeply associated with Huawei image in the minds of the consumers. From “Dream It Possible” to “Make It Possible”, it’s about more than just delivering products, it’s about solving real-world challenges.

At Huawei, this philosophy is deeply embedded in our company’s culture – one that is entirely consumer-centric. We strive to deliver the best products possible, services and experiences by understanding user behavior, habits and needs. Whether it’s creating a more intuitive interface or addressing specific demands, we aim to make every task and every wish achievable.

Even when faced with immense challenges, our teams rally together toward a single goal, to deliver unparalleled quality and premium user experience. A prime example of this was when many doubted our ability to build a robust ecosystem and ensure access to local applications. Yet, the Huawei Serbia team proved otherwise. In just three months, we successfully integrated the top 100 local apps into AppGallery, demonstrating that “Make It Possible” is more than a slogan, it’s our everyday reality.

Competition in the tech industry is fierce, and consumers are more educated and discerning than ever. How does Huawei rise to this challenge?

Competition is an inherent part of the technology sector, and at Huawei, we embrace it as an opportunity to grow and innovate. We understand that today’s consumers demand more – they expect intuitive, reliable and personalized technology. To meet these expectations, Huawei focuses on key areas such as battery autonomy and software optimization, deep cultivation of basic and material science.Material innovation enables the ultimate lightness and thinness of Smartphone such as HUAWEI Mate XT or the upcoming HUAWEI Mate X6. Our devices are designed with the user in mind, offering features like enhanced camera performance and seamless integration with other smart technologies.

What sets Huawei apart is our ability to anticipate market trends and adapt quickly. Additionally, our investment in 5G technology has positioned us as the leader in connectivity solutions, ensuring that our devices remain at the forefront of innovation. This proactive approach allows us to stay ahead of the competition while delivering exceptional value to our customers.

How do Huawei devices cater to the specific needs of local users in Serbia?

Serbia is a dynamic market with distinct preferences, and Huawei has invested significant resources in understanding these needs. One of our priorities is creating AI-powered tools that resonate with local users. For example, our smartphones offer advanced camera features that optimize settings for capturing the beauty of Serbian landscapes and cultural landmarks.

In addition to tailored technologies, Huawei's operations in Serbia benefit from the strong partnership between China and Serbia, especially after the signing of the Free Trade Agreement that secured privileges for all fans of Huawei wearable and audio devices, which has created a favorable environment for innovation and business growth. This collaboration facilitates smoother operations and fosters mutual understanding, enabling us to bring advanced technology to Serbian consumers more efficiently.

Furthermore, our collaboration with local telecommunications providers ensures seamless connectivity and functionality, making our devices an integral part of daily life.

Artificial intelligence is increasingly shaping the tech landscape. What role does AI play in Huawei’s devices, and how does it enhance the user experience?

We were among the first to integrate advanced AI features into smartphones, enabling users to enjoy a more personalized and efficient experience. Kirin 970 is the first chip to integrate the NPU - neural network processing unit in the mobile phone. Mate 10 with Kirin 970 SoC achieved the function of AI Photography Master in 2017.

Moreover, Huawei’s AI capabilities extend beyond individual devices to create an interconnected ecosystem. By integrating AI across smartphones, wearables and smart home systems, we deliver a seamless and unified experience for users. This holistic approach ensures that technology adapts to the needs of the user, rather than the other way around.

In addition, Huawei’s AI drives significant innovations in automotive and laptop technologies. In vehicles, AI enables advanced driver-assistance systems (ADAS), optimizing safety while delivering features such as intelligent navigation and real-time environmental monitoring. Similarly, Huawei laptops leverage AI to enhance multitasking, improve video calls through intelligent noise reduction, and deliver greater energy efficiency by dynamically adapting to the users’ workflows.

Huawei’s wearables have gained popularity in recent years. How do the devices like the Huawei Watch Series help users improve their quality of life?

Huawei Watch Series of wearable devices is designed to provide users with comprehensive insights into their health and fitness, making them accessible and easy to understand in everyday life. Thanks to advanced technologies, these devices monitor key parameters such as physical activity, sleep quality, stress levels and heart health, offering personalized recommendations that help users make better decisions about their well-being.

For example, sleep-tracking features analyze different sleep stages and provide useful tips for improvement, while Advanced Heart Rate Detection allows real-time heart health monitoring. Additionally, the Huawei Watch Series motivates users to stay active through various workout modes and assisted coaching that tailors exercises to their abilities and goals.

With these innovations, the Huawei Watch Series not only simplifies health tracking but also empowers users with tools to live healthier, more efficient and higher-quality lives, enhancing their everyday experiences in an intuitive and practical way.

Looking to the future, what are Huawei’s priorities in developing cutting-edge technologies, and how do you see the market evolving in Serbia?

Huawei’s priorities remain centered on innovation and user-centric design. Leading with innovative technology and practice, we aim to provide users with the ultimate product. For smartphones, this means enhancing features like camera optimization, battery life, and seamless connectivity with other smart devices. The deep cultivation of Fundamentals of Materials Science enables product innovation, providing users with a superior experience. For wearables, we are focused on expanding health-tracking capabilities and introducing new tools that empower users to take control of their well-being. We continuously invest in services, quality, and privacy – areas that even customers can't see – to build a warm brand.

As for Serbia, we anticipate a growing demand for smart and connected devices as consumers increasingly embrace technology in their daily lives. Trends such as remote work, digital fitness, and smart home solutions are expected to shape the market. Huawei is well-positioned to lead this transformation by offering innovative products that align with these emerging needs. Our commitment to the Serbian market ensures that we will continue to deliver technology that is both cutting-edge and practical, enabling users to adapt to and thrive in an increasingly digital world.

In addition to product innovation, Huawei is also dedicated to sustainability and corporate social responsibility. We aim to reduce our environmental footprint through initiatives like energy-efficient devices and sustainable packaging. By combining technological excellence with social responsibility, Huawei is shaping a future that benefits both people and the planet.